Vega announced that she is the new face of Falabella, the largest South American department store. In the 2000s some of the celebrities who have appeared in ads are Cecilia Bolocco Miss Universe 1987, Valeria Mazza, Juanes, Kate Moss, Gisele Bündchen and Ricky Martin.

"Paulina Vega Es Falabella"

The official campaign was realized in Chile and New York, where Paulina lives as the current Miss Universe.

Lucas Chávez-Alcorta, Falabella's marketing manager said it was important to have the most beautiful woman of the world to represent the brand. Paulina Vega added that she is happy to "represent Falabella, a recognize brand in Colombia."